PSA - Hate
Una Onlus
Issue 24 | October 2012
Agency
JWT Milano
Creative Team
Copywriter: Davide Boscacci Art Director: Ricard Valero Associate Creative Director: Davide Boscacci Executive Creative Director: Daniela Radice Chief Creative Officer: Sergio Rodriguez, Enrico Dorizza
Production Team
Director: Luca Lucini Agency Producer: Moviefarm Production Company: Filmmaster
Date
07/2011
Background
The client asked them to create a campaign to raise awareness and funds on a dramatic children disease. The target was everyone who is sensible to this social issue, especially parents.
Idea
What they put on stage is a misunderstanding based on very strong feelings: hate, yes, but caused by love. It’s nothing more than the drama that families affected by children cancer live, very simple, very straight, very powerful.
Results
+140% visits to the website, +35% donations versus previous year’s campaign.